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Over 80 Per Cent Of Influencers Raise Concerns In ACCC’s Crackdown

The Australian Consumer Commission (ACCC) has reviewed over 100 influencers, revealing that over 80 per cent of them posted content that raised concerns.

A comprehensive research has taken place earlier this year, focusing social media platforms like Instagram, TikTok, Youtube, and Facebook.

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The investigation, prompted by consumer reports, targeted 118 influencers suspected of spreading potentially misleading information.

Among the key discoveries, a staggering 81 per cent of the influencers reviewed were found to have posted content that raised concerns, with a notable issue being the failure to disclose brand sponsorships or paid partnerships. 

ACCC Acting Chair Catriona Lowe has expressed concerns about the lack of transparency among influencers.

“Based on the findings of our sweep, we are concerned that influencers, brands and advertisers are taking advantage of consumers’ trust through hidden advertising in social media posts by influencers,” Mr Lowe said.

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Such behaviour has violated the Australian consumer law, which carries penalties of up to $2.5 million for individuals and up to $50 million for companies found in breach.

“Many influencers were formatting their posts to hide their advertising disclosure or make it difficult for consumers to notice it,” he added.

Another common issue found in the report was influencers using vague or confusing language to disclose advertising, such as “sp” and “spon” instead of “sponsored”.

“We found that many influencers were formatting their posts to hide their advertising disclosure or make it difficult for consumers to notice it.”

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